Shellhammer is tasked with driving the web-only retailer’s design platforms, refining the site’s user experience and building its private-label strategy.

Among his first major initiatives is overseeing a curated section of the site called Collections. The section, which changes weekly, features gear selected by Shellhammer and the retailer’s buyers. The items are grouped around a theme, for instance, this week’s “Heritage” theme features retro-looking bags.

Shellhammer resigned from Fab.com last fall about a week after the retailer launched a major web site and mobile app redesign, which company executives said marked the completion of its transition away from a flash-sale business model.

“Bradford’s fresh perspective and creative design skills are remarkable and having him join the team here at Backcountry is a defining moment in the company’s growth as we architect upgrades to design, user experience and services,” says Jill Layfield, CEO of Backcountry.com. “The unique vision and experience Bradford brings to Backcountry will help capture the attention of new demographics while staying true to our culture and roots.”

Backcountry is owned by Liberty Interactive Corp., No. 5 in the 2013 Top 500 Guide.